[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Quel est le but de la gamification en marketing ? <\/strong>La gamification est un moyen d’engager une audience<\/strong>. Le fait de proposer un contenu interactif booste les performances des campagnes marketing. De fait, 93 % des sp\u00e9cialistes du marketing<\/span><\/a> d\u00e9clarent utiliser et obtenir d\u2019excellents r\u00e9sultats gr\u00e2ce \u00e0 cette strat\u00e9gie marketing.\u00a0<\/span><\/p>\n Dans ce guide, nous allons vous pr\u00e9senter <\/span>ce qu\u2019est la gamification<\/b> et comment cet outil peut vous aider \u00e0 relever vos d\u00e9fis marketing.<\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.24.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n La gamification est une technique qui<\/span> emprunte des \u00e9l\u00e9ments de conception aux jeux<\/b> pour attirer et fid\u00e9liser les clients. Dans le marketing gamifi\u00e9, les consommateurs effectuent une action (remplir un formulaire, r\u00e9aliser un achat, s\u2019inscrire au programme de fid\u00e9lit\u00e9). Celle-ci permet de d\u00e9crocher une r\u00e9compense.\u00a0<\/span><\/p>\n Les campagnes marketing de gamification peuvent prendre la forme d\u2019un programme de fid\u00e9lit\u00e9 gamifi\u00e9, d\u2019un quiz pour d\u00e9couvrir des offres ou d\u2019une roue de la chance. Parmi<\/span> les \u00e9l\u00e9ments jouables<\/b> que les marques peuvent int\u00e9grer dans leur contenu ou leurs publicit\u00e9s, on retrouve :\u00a0<\/span><\/p>\n Les m\u00e9caniques de jeu<\/b> incluent des scores qui permettent de maximiser le temps pass\u00e9 avec la marque. Ou encore les jeux de connaissance et les animations comme <\/span>le Bonto<\/span><\/a><\/span><\/span>.\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/03\/Exemple-de-Gamification.webp” alt=”Gamification-Example” title_text=”Gamification-Example” align=”center” _builder_version=”4.24.2″ _module_preset=”default” width=”84%” custom_margin=”58px||75px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Le concept de gamification<\/b> s’est d\u00e9velopp\u00e9 au cours des ann\u00e9es 2010, mais il est plus ancien. D\u00e8s la fin du 19e si\u00e8cle, les d\u00e9taillants distribuent des timbres pour r\u00e9compenser leurs clients. 100 ans plus tard, les jeux ont fait leur entr\u00e9e dans le monde de l\u2019entreprise pour booster la satisfaction et l’engagement.\u00a0<\/span><\/p>\n Mais c\u2019est American Airlines qui nous offre<\/span> le premier cas d\u2019usage du marketing gamifi\u00e9 <\/b>en 1981. <\/span>Son programme de fid\u00e9lit\u00e9, AAdvantage<\/span><\/a><\/span> proposait des r\u00e9compenses en fonction de la fr\u00e9quence d\u2019achat.\u00a0<\/span><\/p>\n Le terme de gamification a \u00e9t\u00e9 invent\u00e9 par <\/span>Nick Peeling<\/span><\/span><\/a> en 2002, encourageant les recherches quant \u00e0 ses effets sur le cerveau humain. En 2005, <\/span>la premi\u00e8re plateforme de gamification moderne est cr\u00e9\u00e9e<\/b>. Bunchball permet aux marques d\u2019ajouter une couche d\u2019interactivit\u00e9 \u00e0 leur site web pour booster l\u2019engagement des visiteurs.\u00a0<\/span><\/p>\n En 2016, l\u2019apport de la gamification en marketing est reconnu par les entreprises et le secteur repr\u00e9sente plus de 2,8 milliards de dollars. Cette part de march\u00e9 augmente et les sp\u00e9cialistes pr\u00e9voient qu\u2019elle <\/span>atteindra 27,7 milliards<\/span><\/a><\/span> d\u2019ici 2026. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.24.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n En invitant son audience \u00e0 interagir via un jeu ou une m\u00e9canique ludique, l\u2019entreprise peut<\/span>\u00a0booster l\u2019impact et les performances de ses campagnes <\/b>marketing.\u00a0<\/span><\/p>\n Pour mieux comprendre comment la gamification s\u2019est impos\u00e9e comme un outil marketing, quel que soit le secteur d\u2019activit\u00e9, voici <\/span>ses 3 avantages : <\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Nous sommes attir\u00e9s par la perspective d\u2019une r\u00e9compense, mais aussi celle de nous mesurer \u00e0 d\u2019autres personnes. En introduisant un \u00e9l\u00e9ment de comp\u00e9tition, le jeu augmente l\u2019engagement des utilisateurs jusqu\u2019\u00e0 48 %. En raison de leur nature interactive, les taux d’engagement des campagnes gamifi\u00e9es sont plus \u00e9lev\u00e9s. Introduire des jeux dans son parcours d\u2019achat en ligne permet d’augmenter le taux de navigation d\u2019<\/span><\/span>environ 30 <\/span><\/a><\/span>%. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Recruit new leads and<\/span> obtain relevant information about your audience<\/b> is crucial for any company. Contact data not only enables the company to reactivate leads via email or SMS. But the data collected via game marketing campaigns is also very useful for segmenting customers, personalizing offers and building buyer loyalty. <\/span><\/p>\n But gamification makes it possible to share lead generation or preference gathering forms in a more organic way. The playful element and the possibility of <\/span>winning a reward\/benefit <\/span><\/span><\/span><\/a>also boosts participation rates and encourages users to answer honestly.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Gamification also offers powerful purchase incentives. The simple act of sharing discount coupons with participants in a marketing <\/span>naturally encourages them to buy<\/b> from the brand. The VIP points system is another gamification mechanism that increases repeat purchases by rewarding consumers for their loyalty. As is the post-purchases game (via a QR code received after the order), which encourages customers to buy from the brand. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.24.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Gamification is a marketing tool that can be perfectly integrated into<\/span> all stages of the customer journey<\/b> and across all communication and sales channels. Whether at the moment of discovery, to encourage conversion or build loyalty, on social networks, in your online store or in-store… Interactive marketing can be used in many different ways. <\/span><\/p>\n Many brands have opted for gamification to boost their visibility on social networks. Celio, for example, has <\/span> partnered with a popular influencer<\/span><\/span><\/a><\/span> to attract consumer’s attention for Father’s Day.<\/span> <\/p>\n Mechanisms of<\/span> Instant-win <\/span><\/span><\/span><\/a>such as <\/span>the Wheel of Fortune<\/span><\/span><\/span><\/a> are used to distribute discount vouchers to participants. This type of event, which offers the chance to win prizes instantly, is a great way to drive traffic to your online store and boost sales. <\/span><\/p>\n Brands can also integrate gamified formats, such as<\/span> a pinata<\/span><\/a><\/span><\/span> for example, directly on their website or app. This helps to keep visitors engaged for longer, effectively promote certain products or encourage purchase via targeted incentives. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/03\/Gamification-Pinata.webp” alt=”Gamification-Pinata” title_text=”Gamification-Pinata” align=”center” _builder_version=”4.24.2″ _module_preset=”default” width=”83%” custom_margin=”52px||60px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Whether in-store or e-commerce, an interactive quiz will enable the brand to better understand its customers’ needs. It can then offer them more relevant products or informative content with greater added value. Interactive quizzes are also widely used to raise awareness of a brand’s offering. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-4″ _builder_version=”4.24.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.3″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n There’s no doubt that gamification marketing can help brands achieve their marketing objectives. However, there are a few points to bear in mind before you start <\/span>designing an interactive campaign. <\/b><\/p>\n First,<\/span> develop a marketing game<\/b> requires creativity. Even a simple quiz requires the development of relevant questions that will keep the user’s attention right to the end. Gamified formats also require a certain amount of technical expertise, and may force the company to call on specialized tools. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”conclusion” _builder_version=”4.19.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_4_font_size=”20px” custom_margin=”||30px||false|false” global_colors_info=”{}”]<\/p>\n Conclusion<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.3″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n SaaS solutions such as SaaS gamification platforms<\/span><\/span><\/strong><\/a> enable you to design, personalize, distribute and publicize your gamification marketing campaigns. Adictiz, for example, lets you choose from <\/span>an exhaustive catalog<\/span><\/a><\/span><\/span> the mechanics of your choice, according to your objectives. You can then adapt it to your brand universe and easily track the performance of your campaigns. The platform also enables you to activate the data collected directly from the tool, thanks to emailing and segmentation modules. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”60px||50px||false|false” locked=”off” global_colors_info=”{}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” text_font=”Montserrat|300|||||||” text_text_color=”#000000″ text_font_size=”30px” header_2_font=”|300|||||||” header_2_font_size=”25px” header_2_line_height=”1.2em” text_orientation=”center” custom_margin=”|0px|||false|false” custom_margin_tablet=”” custom_margin_phone=”57px|0px||0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”|0px||0px|false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_padding=”30px||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_button button_url=”https:\/\/www.adictiz.com\/en\/demo\/” button_text=”Request a demo” button_alignment=”center” _builder_version=”4.19.4″ _module_preset=”default” custom_button=”on” button_text_size=”18px” button_text_color=”#FFFFFF” button_bg_color=”#0092ff” button_border_width=”0px” button_border_radius=”6px” button_letter_spacing=”0px” button_font=”Montserrat|700|||||||” button_icon=”||fa||900″ button_icon_placement=”left” button_on_hover=”off” custom_margin=”0px||||false|false” custom_padding=”8px|40px|8px|50px|false|false” global_colors_info=”{}” button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#0092ff” button_bg_enable_color__hover=”on”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Quel est le but de la gamification en marketing ? La gamification est un moyen d’engager une audience. Le fait de proposer un contenu interactif booste les performances des campagnes marketing. De fait, 93 % des sp\u00e9cialistes du marketing d\u00e9clarent utiliser et obtenir d\u2019excellents r\u00e9sultats gr\u00e2ce \u00e0 cette strat\u00e9gie marketing.\u00a0 Dans ce guide, nous allons […]<\/p>\n","protected":false},"author":7,"featured_media":15016,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[141],"tags":[54,78],"dipi_cpt_category":[],"class_list":["post-19617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-playable-marketing","tag-campagne-marketing","tag-gamification"],"yoast_head":"\n\n
What is marketing gamification?<\/strong><\/h2>\n
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History of gamification<\/strong><\/h3>\n
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The 3 main benefits of gamification in marketing <\/strong><\/h2>\n
1. Increase user engagement <\/b><\/strong><\/strong><\/h3>\n
2. Collecting data<\/strong><\/strong><\/h3>\n
3. Increase your conversion rate and<\/b> boost sales<\/b>.<\/span><\/strong><\/strong><\/h3>\n
How to use gamification in your marketing strategy?<\/strong><\/h2>\n
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The challenges of gamification <\/strong><\/h2>\n
In just 30 minutes<\/strong>, we’ll show you how to launch your own high-performance interactive marketing campaign.<\/h2>\n